Paid, Owned, and Earned (POE) media are all viable content marketing, advertising, and promotional strategies for building your authority and spreading your reach in social media. They represent distinct approaches to reaching and engaging your target audience, and when used strategically, they can create a powerful synergistic effect.
Table of Contents
POE: Paid, Owned, Earned MediaPaid MediaOwned MediaEarned MediaShared MediaConverged MediaPlanning Your POE StrategyPOE Strategy ExamplesB2C: Online Fashion RetailerB2B: SaaS CompanyKey TakeawaysPOE Infographic
POE: Paid, Owned, Earned Media
By strategically combining and aligning these different media types, brands can create a powerful and cohesive marketing ecosystem that maximizes reach, engagement, and business results.
Paid Media
Paid media uses paid advertising channels to drive traffic and amplify your brand’s message. It’s a valuable tool for creating awareness, jumpstarting other forms of media, and getting your content seen by new audiences. Tactics include various forms of online advertising, such as search engine marketing (SEM), social media ads, display ads, and email marketing. Offline paid media tactics include traditional advertising channels like print, radio, and television, out-of-home (OOH) advertising, and experiential marketing. Paid influencer marketing, where you compensate influencers for content creation and promotion, also falls under this category.
Owned Media
Owned media encompasses all the content and platforms that your brand owns or controls. This includes your website, blog, social media profiles, email lists, and mobile apps. Owned media plays a crucial role in housing your content, building authority and relationships with your audience, and ultimately engaging prospects and customers. Effective owned media strategies involve creating high-quality content such as blog posts, articles, white papers, case studies, ebooks, and social media updates, and optimizing them for search and user experience.
Earned Media
Earned media refers to the organic exposure your brand gains through mentions and shares by others. This often comes in the form of news coverage, online reviews, social media mentions, and user-generated content (UGC). Earned media is valuable because it leverages the credibility and reach of established channels and individuals. Tactics for building earned media include public relations efforts, engaging with industry influencers and bloggers, encouraging user-generated content, and actively participating in online communities and discussions.
Shared Media
Shared media uses social media platforms to amplify content reach and engagement. It relies on the power of social sharing, where users like, comment, and repost content, creating a ripple effect that expands your brand’s visibility. Effective shared media tactics include creating compelling and shareable content, running contests and giveaways, engaging with followers and influencers, and actively participating in relevant conversations and communities.
Converged Media
Converged media represents a holistic approach integrating paid, owned, and earned media channels to create a unified and consistent brand experience. It recognizes that consumers interact with brands across multiple touchpoints and aims to deliver a seamless and engaging experience regardless of the channel. Converged media strategies involve content repurposing (adapting content for different platforms), cross-channel promotion, integrated data and analytics, and consistent brand messaging across all channels.
Planning Your POE Strategy
Developing a successful POE strategy requires careful planning and coordination across different channels. Here’s a step-by-step guide to help you get started:
Define Your Objectives: What are you trying to achieve with your POE strategy? Are you focused on increasing brand awareness, generating leads, driving sales, or building community? Clearly defined goals will guide your media choices and tactics.
Identify Your Target Audience: Who are you trying to reach with your message? Understanding your target audience’s demographics, interests, online behavior, and preferred platforms is essential for effective targeting and content creation.
Conduct a Competitive Analysis: Analyze your competitors’ POE strategies. What channels are they using? What type of content are they creating? What are their strengths and weaknesses? Learning from your competitors can provide valuable insights for your strategy.
Allocate Your Budget: Determine how much you can invest in each media type. Paid media often requires a significant financial commitment, while owned and earned media may require more time and resource allocation.
Develop a Content Strategy: Create high-quality, engaging content that resonates with your target audience and aligns with your brand’s voice and messaging. Consider different content formats (text, images, videos, infographics) and tailor them to specific platforms.
Choose Your Channels: Select the platforms and channels that best reach your target audience. This may involve a mix of paid, owned, and earned media channels, including social media platforms, search engines, email marketing, influencer collaborations, and public relations outreach.
Create a Content Calendar: Plan and schedule your content across different channels to ensure consistent posting and optimal reach. A content calendar helps you stay organized and maintain a steady flow of engaging content.
Implement Tracking and Analytics: Use analytics tools to monitor your performance across all channels. Track key metrics such as website traffic, social media engagement, lead generation, and conversions. Analyze the data to understand what’s working and what needs improvement.
Optimize and Adapt: Based on your analytics, continuously optimize your POE strategy. Adjust your content, channels, and tactics to improve your results and stay ahead of the curve.
By following these steps, you can create a well-defined POE strategy that aligns with your business goals and effectively reaches your target audience across different media channels. Remember that POE is not a one-size-fits-all approach; it requires ongoing experimentation, analysis, and adaptation to achieve optimal results.
POE Strategy Examples
To illustrate the versatility of POE, let’s explore two distinct scenarios: a B2C online fashion retailer aiming to boost brand awareness and sales and a B2B SaaS company focused on lead generation and establishing industry authority. These examples demonstrate how POE principles can be tailored to different business models and target audiences while highlighting the importance of a cohesive and integrated approach.
B2C: Online Fashion Retailer
This online fashion retailer aims to expand its brand presence and drive sales by connecting with its core customer base. Their target audience comprises fashion-conscious young adults aged 18-35 who actively engage with social media and are highly influenced by the latest trends. This demographic constantly seeks inspiration and information about new styles, making them ideal candidates for targeted online campaigns and engaging social media content.
POE Strategy
Paid Media:
Run targeted social media ads on Instagram and TikTok showcasing new arrivals and seasonal collections.
Utilize Google Ads to target users searching for specific fashion items or brands.
Partner with fashion influencers for sponsored posts and product reviews.
Invest in display advertising on fashion blogs and websites.
Owned Media:
Create a visually appealing website with high-quality product photography and detailed descriptions.
Maintain an active blog featuring style guides, trend reports, and behind-the-scenes content.
Share engaging content on Instagram, TikTok, and Pinterest, including outfit inspiration, styling tips, and user-generated content.
Build an email list and send out regular newsletters featuring new arrivals, exclusive offers, and style advice.
Earned Media:
Send press releases to fashion publications and bloggers announcing new collections and collaborations.
Encourage user-generated content by running contests and reposting customer photos.
Engage with fashion communities online and participate in relevant conversations.
Monitor online reviews and actively respond to customer feedback.
Shared Media:
Encourage social sharing by offering incentives (e.g., discounts for sharing purchases).
Run interactive polls and quizzes on social media to boost engagement.
Create shoppable Instagram and TikTok posts to facilitate direct purchases.
Partner with micro-influencers to reach niche audiences.
Converged Media:
Repurpose blog content into social media posts and email newsletters.
Use social media to promote blog posts and website content.
Track website traffic and conversions from different channels to optimize campaigns.
Maintain a consistent brand voice and visual identity across all platforms.
B2B: SaaS Company
This SaaS company seeks to establish itself as a leader in its industry and drive business growth through strategic lead generation and customer acquisition. Their primary target audience includes key decision-makers, IT professionals, and marketing managers at mid-sized companies. These individuals seek solutions to improve efficiency, optimize workflows, and gain a competitive edge, making them receptive to informative content and targeted messaging that addresses their specific needs and challenges.
POE Strategy
Paid Media:
Run LinkedIn Ads targeting specific job titles and industries.
Utilize Google Ads to target keywords related to their software solutions and industry challenges.
Sponsor relevant industry events and webinars.
Invest in retargeting campaigns to re-engage website visitors.
Owned Media:
Create a comprehensive website with detailed information about their software, case studies, and customer testimonials.
Publish in-depth blog posts, white papers, and ebooks addressing industry challenges and solutions.
Maintain an active presence on LinkedIn, Twitter, and relevant online communities.
Host webinars and online events showcasing their software and expertise.
Earned Media:
Submit press releases to industry publications announcing product updates and company news.
Cultivate relationships with industry analysts and encourage them to review their software.
Participate in industry conferences and speaking engagements.
Encourage customer reviews on software review platforms.
Shared Media:
Share valuable content on LinkedIn and Twitter, including industry insights, thought leadership articles, and company updates.
Engage with industry influencers and participate in relevant discussions.
Encourage employees to share company content and amplify their reach.
Converged Media:
Repurpose webinar content into blog posts and social media updates.
Promote webinars and events through email marketing and social media campaigns.
Track website traffic, lead generation, and customer acquisition from different channels.
Ensure consistent brand messaging and visual identity across all online and offline touchpoints.
These examples underscore the importance of a well-rounded approach that leverages the strengths of each media type. Whether you’re a B2C retailer connecting with fashion-savvy consumers or a B2B SaaS provider targeting business decision-makers, a strategic POE framework can significantly amplify your brand message, drive engagement, and achieve your marketing goals. By understanding your audience, creating compelling content, and maintaining a consistent brand experience across all channels, you can unlock the true potential of paid, owned, and earned media.
Key Takeaways
As you navigate the dynamic world of POE media, consider these key takeaways to ensure your strategies are effective, engaging, and aligned with your overall business goals.
Understand the interplay: Paid, Owned, and Earned media work best together. Use Paid to boost Owned, Owned to fuel Earned, and Earned to inform Paid.
Content is king (and queen!): A high-quality, relevant content library is essential across all media types. Invest in creation and ensure it’s tailored to each platform.
Embrace Shared Media: Encourage social sharing and engagement. Make it easy for your audience to spread your message.
Converge for consistency: Strive for a unified brand experience across all touchpoints. Consistent messaging builds trust and recognition.
Data is your friend: Track your results, analyze the data, and adapt your strategy accordingly. Measurement is key to optimization.
Be mindful of your audience: Understand their preferences, behaviors, and where they spend their time online.
Don’t underestimate organic: Invest in SEO, build influencer relationships, and encourage user-generated content.
Utilize Generative AI: Explore AI tools for content creation, such as generating copy, images, and even video ideas. This can save time and resources while boosting creativity.
Stay up-to-date: The digital landscape is constantly evolving. Keep learning about new platforms, technologies, and trends to stay ahead of the curve.
Experiment and iterate: Don’t be afraid to try new things and learn from your mistakes. Continuous improvement is key to long-term success.
Authenticity matters: Be genuine in your interactions and create content that reflects your brand values.
Build relationships: Focus on fostering genuine connections with your audience, influencers, and media contacts.
Don’t forget the “human” element: Even in the digital world, human interaction and connection are crucial. Respond to comments, engage in conversations, and build community.
Ethics and responsibility: Consider ethical considerations in your POE strategy. This includes transparency in influencer marketing, responsible data usage, and avoiding misleading or deceptive tactics.
In today’s interconnected digital landscape, a well-crafted POE strategy is essential for any brand looking to reach and engage its target audience effectively. By understanding the nuances of each media type, embracing the power of shared media, and adopting a converged approach, you can create a powerful and cohesive marketing ecosystem that drives meaningful results.
Remember to prioritize content quality, leverage data, and analytics, and stay adaptable to ever-evolving digital trends. Above all, maintain authenticity, build genuine relationships, and focus on delivering value to your audience. With a strategic and human-centric approach to POE, you can amplify your brand’s message, foster lasting connections, and achieve your marketing goals.
POE Infographic
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Originally Published on Martech Zone: What is POE? Paid, Owned, Earned… And Shared… and Converged Media